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Brand Name and Private Label Price Setting by a Monopoly Store

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Author Info

  • Jeffrey M. Perloff
  • Jeffrey LaFrance
  • Hayley H. Chouinard

Abstract

A monopoly that sells to brand-name loyal customers and to price-sensitive customers must decide whether to carry both name-brand and a private-label products and how much to charge. The monopoly may charge either more or less for the brand name if it carries a private label, and the price differential between the products is sensitive to cost and taste parameters.

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File URL: http://www.buseco.monash.edu.au/eco/research/papers/2012/1812brandnameperlofflafrance.pdf
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Bibliographic Info

Paper provided by Monash University, Department of Economics in its series Monash Economics Working Papers with number 18-12.

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Length: 12 pages
Date of creation: Sep 2012
Date of revision:
Handle: RePEc:mos:moswps:2012-18

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Postal: Department of Economics, Monash University, Victoria 3800, Australia
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Keywords: brand name; private label; monopoly; pricing;

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  1. Pradeep K. Chintagunta & André Bonfrer & Inseong Song, 2002. "Investigating the Effects of Store-Brand Introduction on Retailer Demand and Pricing Behavior," Management Science, INFORMS, vol. 48(10), pages 1242-1267, October.
  2. Robert Barsky & Mark Bergen & Shantanu Dutta & Daniel Levy, 2001. "What Can the Price Gap between Branded and Private Label Products Tell Us about Markups?," NBER Working Papers 8426, National Bureau of Economic Research, Inc.
  3. Salop, Steven, 1977. "The Noisy Monopolist: Imperfect Information, Price Dispersion and Price Discrimination," Review of Economic Studies, Wiley Blackwell, vol. 44(3), pages 393-406, October.
  4. Ward, Michael B. & Shimshack, Jay P. & Perloff, Jeffrey M. & Harris, J. Michael, 2002. "Effects of the private-label invasion in food industries," MPRA Paper 22186, University Library of Munich, Germany.
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